Social Media Analysis of the Ivory Burn and Giants Club Summit held in 2016 in Kenya

Social Media Analysis of the Ivory Burn and Giants Club Summit held in 2016 in Kenya

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  Social Media Report - April 11, 2016 - May 3, 2016 Social Media Analysisof the Giants Club Summit and Ivory Burn in April 2016
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  Ivory Burn 2 KEY FINDINGS Findings Online Conversation •  130,573online posts were captured in relation to the Giants Club Summit and the ivory burn during the study period. They reached an estimated 178 million users online, although only 25% of posts were original content. While Twitter was the most popular channel overall, posts made on Instagram during the ivory burn received the highest engagement score. •  The ivory burn on April 30, 2016 was the dominant theme with 109,904 posts marked #worthmorealive, whereas the Giants Club Summit received much less coverage with only 3,018 posts marked #giantsclub. •  Users overwhelmingly supported the burn and very few posts provided opposing views. Some posts stated that the ivory should be sold or immediately crushed after being confiscated. These views were sometimes expressed in op-eds which were reposted on social media. There was also scant debate on the reasons Botswana opposed the burn and chose not to attend it while they did attend the Giants Club Summit. Government of Kenya Outreach •  President Uhuru Kenyatta was mentioned frequently in posts, especially in news stories, though his name typically was not denoted by a mention or hashtag. Though he has around 1.4 million followers on Twitter, only six of his tweets on the topic were captured and he was rarely engaged by social media users. •  The Kenya Wildlife Service was very active in terms of content generation and reaching a large online audience. It was a top poster on Twitter and had the highest number of updates on Instagram. @kwskenya was used 21,310 times which indicates a good level of engagement. •  Prof. Judi Wakhungu, the Cabinet Secretary for the Ministry of Environment, Natural Resources and Regional Development Authorities, was also active on social media and reached an estimated 2.3 million users. @judiwakhungu was used 2,012 times. The ivory burn was a huge success in terms of creating awareness and reaching a large audience in the online space. The #lightafire conversation on April 23 was important in terms of engaging the audience and setting expectations for the ivory burn the following week. The inaugural Giants Club Summit, however, received much less attention. Overall, these events were linked to the conservation effort and were not seen as political events.
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  Ivory Burn 3 KEY FINDINGS Findings Inclusiveness of Conversation •  Thefirst ivory burn occurred in Kenya in 1989 and the burn in April 2016 was very much a Kenyan affair. Almost 30% of all posts originated in Kenya while other member countries of the Giants Club were pretty much silent. The rest of Africa was also not engaged in the conversation about the ivory burn. •  Other important countries included the U.S. and UK while a large number of users did not indicate their location. •  Asians rarely engaged on the topic although Chinese news channels such as CCTV, Xinhua and The People’s Daily reached large audiences. Influencers •  When only assessing the frequency of Twitter updates, Kenya based organizations and individuals excelled. This is especially true for those linked to conservation such as the KWS, Wildlife Direct, Dr. Paula Kahumbu, the David Sheldrick Wildlife Trust, or the AWF. In addition, the U.S. Embassy to Kenya and its ambassador Bob Godec were prolific on Twitter. •  However, the influencers above lacked a large followership when compared to global influencers. Large news organizations, including Chinese ones, were obviously influential. But so was the United Nations, the National Geographic magazine and models/actresses such as Doutzen Kroes, Elizabeth Hurley, Lupita Nyong’o and Imam. Although these influencers did not post much compared to their Kenyan counterparts, they had a large reach and people engaged with their content. •  Several social media users reposted op-eds printed in newspapers in order to extent their reach. This includes pieces by Helen Clark (UNDP), Alex Rhodes (Stop Ivory), and Dr. Paula Kahumbu (Wildlife Direct). While conservation affects everybody, attention was greatest in Kenya and in the U.S. and UK, countries from which many tourist visit Kenya. Having a large base of followers was key to promoting the ivory burn globally. This is where Kenya based users received assistance from internationally well-known influencers.
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  Ivory Burn 130k Negative : 4.87% Neutral : 78.23% Mixed : 0.14% Positive : 16.75% Blog : 0.11% Dailymotion : 0.01% Youtube : 0.06% Website : 1.53% Forum : 0.03% Twitter : 92.46% Media : 0.75% Instagram : 3.26% Gplus : 0.03% Facebook : 1.75% 4 There were a total of 130,573 posts made during the survey period which includes retweets. An estimated 178 million online users were exposed to posts when they were published. OVERVIEW Listening Platforms Distribution over Time Female : 47.38% Male : 52.62% Sentiment #ELEPHANTS(8291) @USEMBASSYKENYA(4384) @BOBGODEC(6149) @AWF_OFFICIAL(4781) #RHINOS(3697) @DSWT(8573) @JUDIWAKHUNGU(3462) #WORTHMOREALIVE(116661) @MIN_TOURISMKE(2467) #IVORY(4792) #IVORYBURN(2627) #STOPTHETRADE(2475) @SMRITIVIDYARTHI(4674) #LIGHTAFIRE(36912) @KWSKENYA(30277) @WILDAID(4194) #WILDLIFE(3306) #TWEET4ELEPHANTS(16995) @WILDLIFEDIRECT(3609) @PAULAKAHUMBU(12002) Most recurring Keywords 0 10000 20000 30000 40000 +32K % Author's Gender Based on 74340 posts (total : 130573 posts) KPIs
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  Ivory Burn Thai : 0.12% German : 0.15% Spanish : 1.18% English : 94.42% Others : 4.13% 5 Almost all posts were made in English and the top countries, apart from Kenya, are active donors for conservation. OVERVIEW (continued) Listening Languages Top Countries Based on 41738 posts (total : 130573 posts) 24193 1555 1086 1052 603 Nairobi London Nakuru New York Washington Top Cities 37469 17132 7179 1937 1867 Kenya United States of America United Kingdom Canada South Africa KPIs
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  Ivory Burn 6 Listening +40K % 178m Estimated Reach +47K % 2.15b Impressions +32K % 130k Volume Twitter wasthe dominant social media platform and it accounted for 93% of all posts. Volumes picked up after the April 23 #lightafire event and peaked on April 30. Posts quickly abated but some updates are still coming about the burning ivory pyres. PLATFORM DISTRIBUTION 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 Facebook Twitter Instagram Sinaweibo Google+ Youtube Dailymotion Blog Website Media Offline Press Forum Reviews Comments Ivory burn Online event
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  Ivory Burn CONVERSATION CLUSTERS Analysis 7 The majority ofthe online conversation focused on the ivory burn itself, as opposed to the Giants Club Summit or broader themes related to conservation.
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  Ivory Burn TOP HASHTAGS AND MENTIONS Analysis 8 #worthmorealive was usedin 109,904 posts and clearly was well known globally. #lightafire promoted an online conversation held on April 23 and was used in 21,356 posts. @kwskenya received mentions in 21,310 posts and was followed by @paulakahumbu who was referenced in 6,226 posts.
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  Ivory Burn TOP POSITIVE POSTS (by estimated reach) Analysis 9 The top twopositive tweets had a U.S. connection by being sent by a U.S. conservation organization and being retweeted by a U.S. actor. The ones with the next highest reach were sent by NTV Kenya and referenced e.g. President Kenyatta, Deputy President Ruto, President Bongo from Gabon and conservationist Dr. Paula Kahumbu.
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  Ivory Burn TOP NEGATIVE POSTS (by estimated reach) Analysis 10 Negative posts largelyopposed the ivory burn though contrary views were fairly few.
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  Ivory Burn USE OF VISUALS Analysis 11 Not surprisingly, Instagramusage spiked on April 30 and many posts were made on it in the following days. National Geographic was influential in terms of its estimated reach and engagement with users, as was the David Sheldrick Wildlife Trust, Doutzen Kroes, Lupita Nyong’o, and Elizabeth Hurley. Youtube was not widely used even though the channel lent itself to the Giants Club Summit and ivory burn.
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  Ivory Burn GEOGRAPHIC DISTRIBUTION OF CONVERSATION Analysis 12 Kenya Botswana Gabon Uganda # of posts and reposts 37,055 66 26 459 Impressions 791,862,753 44,121 91,735 5,113,06 7 Estimated Reach 62,646,823 3,479 7,335 405,474 China Hong Kong Vietnam # of posts and reposts 119 271 14 Impressions 72,107,582 1,715,252 9,241 Estimated Reach 5,063,198 131,656 737 Rest of Africa US UK # of posts and reposts 5,592 16,628 7,012 Impressions 40,094,480 369,261,693 104,013,180 Estimated Reach 3,145,933 30,091,231 8,535,490 130,573 posts were analyzed according to the named location of a user. The breakdown of select posts is as follows: Kenya – 29%, U.S. – 13%, UK – 5%, Rest of Africa – 4%, Unknown – 35%. The number of posts originating from Asia was very small and accounted for less than 1% of the total.
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  Ivory Burn TOP POSTS (by engagement score) Analysis 13 Content created bythe KWS and the David Sheldrick Wildlife Trust was very much liked by users. The same is true for posts by Lupita Nyong’o who was an important ambassador.
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  Ivory Burn TOP POSTS (by estimated reach) Analysis 14 It is notsurprising to see news organization having a great reach and this includes Chinese ones which reported widely on the ivory burn.
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  Ivory Burn TOP TWEETS (by engagement score) Analysis 15 Ivory Ella, anonline clothes store affiliated with Save the Elephants, had the highest engagement score on Twitter. They only sent three tweets but each reached an estimated 50,000 users. Ibrahim Thiaw, the UNEP Deputy Executive Director, only sent two tweets about the ivory burn but they were also very liked.
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  Ivory Burn TOP TWEETS (by estimated reach) Analysis 16 U.S. and UKbased news organizations had the greatest reach, but the China based Xinhua also covered the ivory burn.
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  Ivory Burn TWITTER INFLUENCERS Influencers 17 Rank Account Tweets Followers 1 IG|@USEmbassyNairobi (@USEmbassyKenya) 705 140,264 2 Evelyne Gathoni (@EvelyneGathoni) 546 396 3 Denise O'Toole (@DotooleO) 540 985 4 Baby J (@2njeri) 517 1,249 5 wildlifedirect (@wildlifedirect) 445 12,788 6 Kenya Wildlife (@kwskenya) 427 89,871 7 Ravi (@RavS82) 399 1,973 8 Dr. Paula Kahumbu (@paulakahumbu) 381 85,228 9 Ali Van Zee (@alikat747) 352 5,347 10 Tembea Africa (@TembeaAfrica) 330 808 11 #EndTribalismNow (@Eddiejimmy) 306 1,887 12 SeaDolphinLover (@SeaDolphinLove1) 303 616 13 Justus Tharao (@justustharao) 301 8,002 14 #WildlifeWarrior (@ontita_vincent) 297 537 15 Ambassador Bob Godec (@BobGodec) 284 29,883 16 AWF (@AWF_Official) 270 40,576 17 Rebecca W. Ellison (@Weslie19) 270 1,236 18 Ken Gitau (@GitauKE) 263 612 19 Smriti Vidyarthi (@SmritiVidyarthi) 259 214,712 20 Harry Voo (@HarryVoo123) 255 162 21 Charliealpha011 (@charliealpha011) 253 1,439 22 Paul Udoto (@pauludoto) 229 7,099 23 KBCChannel1 (@KBCChannel1) 212 85,280 24 Digital Humanitarian (@PhilipOgola) 201 37,137 25 Ollivier Yves (@ollivier_yves) 199 357 26 nonvlinders (@Nonvlinders) 188 609 27 Dawn Scholes (@DawnScholes) 186 105 28 Donna Sudbury (@Seagypsy40) 180 931 29 Parth Padia (@ItsPadia) 174 10 30 Little dragon (@Mosioatunya11) 170 65 Ranked by # of Tweets Rank Account Tweets Followers 1 Twitter (@twitter) 1 54,546,747 2 BBC News (World) (@BBCWorld) 3 14,150,559 3 National Geographic (@NatGeo) 1 11,407,656 4 TIME.com (@TIME) 1 10,441,978 5 The Associated Press (@AP) 1 7,482,890 6 Washington Post (@washingtonpost) 2 6,362,670 7 The Guardian (@guardian) 2 5,518,860 8 CBS News (@CBSNews) 1 4,447,767 9 China Xinhua News (@XHNews) 3 3,937,979 10 Lonely Planet (@lonelyplanet) 1 3,421,254 11 Sky News (@SkyNews) 2 3,244,757 12 Bloomberg (@business) 2 3,126,193 13 norman reedus (@wwwbigbaldhead) 1 2,754,097 14 Department of State (@StateDept) 1 2,607,561 15 JARED LETO (@JaredLeto) 1 2,233,543 16 FRANCE 24 (@FRANCE24) 1 2,227,729 17 WWF (@WWF) 1 2,134,213 18 Nat Geo Photography (@NatGeoPhotos) 1 1,938,334 19 The Independent (@Independent) 6 1,906,169 20 Agence France-Presse (@afpfr) 1 1,872,352 21 The Indian Express (@IndianExpress) 1 1,730,425 22 Daily Mail Online (@MailOnline) 2 1,637,219 23 Uhuru Kenyatta (@UKenyatta) 6 1,426,909 24 banksy (@thereaIbanksy) 1 1,411,634 25 CLAUDIA BAHAMON (@CLAUDIABAHAMON) 3 1,365,116 26 Scientific American (@sciam) 1 1,341,090 27 Bear Grylls (@BearGrylls) 1 1,278,551 28 BBC Africa (@BBCAfrica) 1 1,247,654 29 dna (@dna) 1 1,167,005 30 NTV Kenya (@ntvkenya) 92 1,139,386 Ranked by # of Followers The bolded users below are based in Kenya. Conservationist in Kenya posted frequent tweets, together with the U.S. Embassy and the U.S. Ambassador to Kenya. Users based abroad, however, had the most followers and included some interesting influencers such as Jared Leto, Bansky and Claudia Bahamon who is a WWF Ambassador.
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  Ivory Burn FACEBOOK INFLUENCERS Influencers 18 Rank Account Posts Fans 1 Kenyans United Against Poaching - KUAPO 83 8,221 2 Kenya Wildlife Service 82 115,885 3 NTV Kenya 53 2,181,276 4 Africa Leadership Dialogues 51 11,364 5 Welcome to the Machine 41 3,716 6 WAR - Wildlife At Risk International 40 21,441 7 Elephant Champion 39 4,049 8 Trending 33 3,685 9 The Laikipian 30 8,807 10 Ebru TV Kenya 26 52,592 11 WildAid 19 112,051 12 WildiZe Foundation 18 2,485 13 The Ol Pejeta Conservancy 17 61,542 14 African Wildlife Foundation 15 906,468 15 Stejos Tours and Travels 15 9,537 16 Photography for Conservation - Sushil Chauhan 14 4,438 17 Forever Trunks 14 2,629 18 Space for Giants 13 8,420 19 The Perfect World Foundation 12 159,331 20 Amboseli Trust for Elephants 11 189,678 21 Natural Habitat Adventures 10 26,596 22 Connection Africa 10 2,869 23 Ministry of Tourism - Kenya 10 11,353 24 International Fund for Animal Welfare - IFAW 9 540,173 25 MagicalKenya 9 74,364 26 The David Sheldrick Wildlife Trust 9 460,099 27 Watamu Marine Association 9 14,072 28 East Africa Destination 9 58,346 29 Global March for Elephants and Rhinos 9 37,422 30 International Fund for Animal Welfare - IFAW 8 540,309 Ranked by # of Posts Rank Account Posts Fans 1 National Geographic Channel 1 56,184,215 2 National Geographic 1 40,256,702 3 CCTV 1 25,329,437 4 CCTVNews 1 23,469,492 5 People's Daily, China 1 18,273,120 6 The New York Times 1 11,146,743 7 The Huffington Post 4 7,010,195 8 China Daily 2 5,331,657 9 China Xinhua News 3 5,254,491 10 VICE 1 5,144,156 11 Sky News 1 5,106,889 12 The Logical Indian 1 4,987,470 13 Total 4 4,928,331 14 The Independent 2 4,196,906 15 Washington Post 1 4,048,884 16 Daily Mail 1 3,885,293 17 Indian Express 2 3,606,852 18 New Scientist 1 3,062,710 19 Wildcat Sanctuary 1 2,921,034 20 The Dodo 1 2,768,843 21 Lupita Nyong'o 2 2,678,799 22 Clickittefaq.com 1 2,548,042 23 Scientific American magazine 2 2,546,809 24 BBC Africa 1 2,532,579 25 U.S. State Department - OES 1 2,415,114 26 Ashley Salazar 2 2,357,169 27 Citizen TV Kenya 4 2,309,520 28 KTN Kenya 3 2,249,209 29 NTV Kenya 53 2,172,919 30 Daniel "Churchill" Ndambuki 1 1,896,003 Ranked by # of Fans The bolded users below are based in Kenya and were the most avid content generators. However, foreign organizations had a greater number of fans.
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  Ivory Burn INSTAGRAM INFLUENCERS Influencers 19 Rank Account Posts Followers 1 KWS (@kenyawildlifeservice) 55 n/a 2 PiktureMaker (@dp4k.m) 39 25,646 3 Michele (@shellyab32) 31 5,088 4 Christy Lee (@christylee787) 27 38,931 5 (@jess__babie) 25 1,145 6 Julie Gichuru (@juliegichuru) 25 83,634 7 jane e michaelides smith (@kianzabe_designs) 24 638 8 Ina (@inajordanart) 24 258 9 WildAid (@wildaid) 23 n/a 10 IntoTheWildKenya (@intothewildke) 23 n/a 11 U.S. Embassy Nairobi (@usembassynairobi) 22 5,314 12 Smriti Vidyarthi (@smriti_vidyarthi) 21 n/a 13 (@elephantsalive) 21 n/a 14 Justustharao (@justustharao) 20 n/a 15 NoirKat (@ktkliks) 19 797 16 Vin (@vox_silentii) 19 32,975 17 Space for Giants (@spaceforgiants) 19 n/a 18 Philip Ogola (@philipogola) 18 3,961 19 sallykoonin. (@sallykoonin_) 18 1,532 20 (@led611) 18 352 21 Youth 4 African Wildlife (@youth4africanwildlife) 18 2,379 22 Lorloveslife (@lorloveslife1) 18 193 23 Susanna Njambi 'Lionlady' (@savanahqueen) 16 n/a 24 Environmental Blonde (@environmentalblonde) 16 n/a 25 Lobo Reincarnated (@loboreincarnated) 16 n/a 26 Lobo King (@ellobo88) 15 534 27 rhino1818, Penny ♡ (@rhino18181) 14 18,791 28 The Perfect World Foundation 14 n/a 29 (@unitedforwildlife.uae) 14 1,229 30 Liberate (@wilderness.liberatethemfront) 14 13,270 Ranked by # of Posts Rank Account Posts Followers 1 National Geographic (@natgeo) 3 43,671,171 2 Doutzen Kroes (@doutzen) 1 3,580,016 3 Lupita Nyong'o (@lupitanyongo) 2 2,091,659 4 Ben Pol (@iambenpol) 1 640,882 5 The Economist (@theeconomist) 1 481,145 6 Natasha Galkina??Natalie Gal???? 1 342,773 7 Maria Celeste (@mariacelestearraras) 1 321,848 8 Everyday Africa (@everydayafrica) 1 274,796 9 IMAN (@the_real_iman) 1 213,648 10 Nour Aboulela ‫العال‬ ‫ابو‬ ‫نور‬ (@lovebyn) 1 212,814 11 Everyday Everywhere (@everydayeverywhere) 1 203,026 12 ShannenDoherty (@theshando) 2 198,129 13 Andrea Rendon (@rendonandrea) 1 177,449 14 Bogdan Vlase Aka Om Bo (@bogdanvlase) 1 139,438 15 Sharon Mundia (@this_is_ess) 1 130,964 16 (@bbcafrica) 1 115,904 17 (@kristinbauer) 5 103,186 18 Animal Revenge ✔?? (@animalrevenge) 1 102,528 19 Alissa White-Gluz (@alissawhitegluz) 2 99,619 20 Rhinos in Africa - Megan Carr (@rhinosinafrica) 4 92,391 21 Shannon Wild (@shannon__wild) 7 83,973 22 Julie Gichuru (@juliegichuru) 25 83,634 23 Charlie Hamilton James (@chamiltonjames) 9 75,238 24 M.D.Kenyatti (@d.ngashofficial) 6 73,161 25 The Lewa Wildlife Conservancy (@lewa_wildlife) 5 72,133 26 xx_illuminati_xposed_xx 1 69,234 27 Kelly Eastwood (@thelondonchatter) 1 56,313 28 Everyday Climate Change 1 56,287 29 TIGRIS (@tigrispersonnel) 1 49,369 30 ELECTRIFY MAG (@electrifymag) 1 48,679 Ranked by # of Followers Instagram accounted for only 3% of all posts, but it was influential during the actual ivory burn.
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  Ivory Burn SEARCH PARAMETERS Search 20 (#worthmorealive OR #elephantsalive OR "ElephantProtection Initiative") OR (("Giants Club" OR "Giant's Club" OR "Kenyatta" OR "Judi Wakhungu" OR "Evgeny Lebedev" OR "Richard Leakey" OR "De Beers" OR "Space for giants" OR Olam OR Laikipia OR "Nairobi National Park" OR "Kenya Wildlife Service" OR KWS OR Kenya*) AND ("ivory burn"~15 OR "rhino burn"~15 OR "stop ivory")) NOT ("Ivory Coast" OR "Louis Vuitton" OR LV OR airport) A Boolean query was built that started gathering data as of 11 April 2016. The posts in this report also include retweets / reposts of content.
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  Ivory Burn 21 GLOSSARY Glossary Author’s gender Represents thegender of the author who published the post. If the data is not available, it is automatically detected. Possible values: Female, Male. Impressions Global audience, maximum number of users that can see the post at the time of publication. Languages The language of the post is automatically detected. Only the top 5 languages are displayed in the chart. Most recurring keywords The list of the 20 most recurring keywords within the posts matching the query. Platform The platform displays the source of each post. Possible values are: Facebook, Twitter, Instagram, Google+, Youtube, Dailymotion, Blog, Website, Media, Forum, Reviews, Comment, Off-line press. Estimated reach Estimated number of users exposed to the post when it was published. Estimated reach of a post = impressions of the post x platform reach ratio Sentiment Sentiment analysis consists in attributing a tonality to a post. This tonality represents the overall sentiment expressed in the post and can have one of the following values : positive, negative, mixed or neutral. Top Cities Represent the city where the post was published. Geolocation can be provided from the original source or inferred automatically. The chart displays the top 5 cities. Top Countries Represent the country where the post was published. Geolocation can be provided from the original source or inferred automatically based on the author location. The chart displays the top 5 cities. Volume The volume is the number of posts.
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  Ivory Burn CONTACT 22 Noah W. Miller ManagingDirector [email protected] 0721403574 www.sochin.agency Contact